• Journal of Korea Game Society
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• v.22 no.1
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• pp.109-118
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• 2022

The main objective of this study is to empirically analyze the relationship among the major variables of viewing motivation, audience satisfaction, and behavioral intention in the esports spectatorship based on the uses and gratification theory. Through the exploratory factor analysis, we have identified major motivation measures of esports. Regression analysis also showed key motivation factors on audience satisfaction and behavioral intention.

• Knowledge Management Research
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• v.24 no.3
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• pp.173-193
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• 2023

Digital transformation and the COVID-19 pandemic have facilitated the rapid development and dissemination of non-face-to-face technologies such as self-service technologies (SSTs). This research investigates how motivation factors affect consumers' negative responses to digital shadow work (DSW) in SSTs which decreases their continuous use intention of SSTs. Also, we examine whether the grafication delay ability moderates the relationship between consumers' negative responses to DSW and their continuous use intention of SSTs. By an analysis of usable 450 user respondents via SmartPLS 4.0, perceived benefits was found to significantly influence consumers' negative responses to DSW. Also, consumers' negative responses to DSW can significantly decrease their intention to continue using SSTs. Further, the effect of negative responses to DSW on continuous use intention of SSTs is stronger in case of consumers with low gratification delay ability than in case of consumers with high gratification delay ability. The study findings contribute to providing some strategies for companies operating SSTs by examining the effects of consumer's responses to DSW and gratification delay ability on the continuous usage intention of SSTs.

• Journal of Families and Better Life
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• v.11 no.2
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• pp.40-54
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• 1993

The purpose of this study was to examine the specific nature of early relationship between infant and father. The subject pool for the study consisted of 42 middle-class infant-father days. Infant's ages were 12 moths to 17 months. All were fullterm babies In order to assess the patterns of infant-father attachment each dyad was videotaped in the simulated Strange Situation of Ainsworth et al(1978). In order to assess the paternal sensiti-vity toward the infant's cue,. each dyad was also filmed for a 3-minute Questionnaire Situation Gratification of the Transition to Fatherhood. Also at home mothers completed a report on infant temperament using the Infant Characteristics Questionnaire. Among 42 infants 48% or 20 were classified as securely attached 38% or 16 as anxious-avoi-dant and 14% or 6 as anxious-resistant Using the discriminant function coefficients for combi-ning the paternal sensitivity scores 83% of the infants were correctly classified as A. B. C The patterns of attachment were not found to be significantly different in the paternal childhood experience for attachment relationship to his own parents. Degree of Difficulty and Gratification groups with respect to infant temperamental fussiness.

• International Commerce and Information Review
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• v.11 no.3
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• pp.101-123
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• 2009

This research which applied with Uses and Gratification Theory tried the comparative analysis between internet purchasers and internet non-purchasers by the user's motivation, attitudes, and behavior in Mongolia, By utilizing the two-group discriminant analysis method, which tested the hypotheses of this study. In Internet Market of Mongolia, This research classifies all internet consumers into internet purchasers, and non-internet purchasers and examines the differences in motivations, behaviors, and attitudes between the two groups; based on the assumption that these two groups have different needs and expectations while using the internet. The two group discriminant analysis was conducted to identify a lot of differences between the two groups. Research results show that important differences are found in motivations for using the Internet, attitudes toward the Internet, amount of Internet usage, and frequency of visiting a certain type of Web site. In the practical aspect, This result provides an understanding of the Mongolia Internet shopping, also it could give some valuable implication for the Internet company marketers who are trying to find out how to penetrate into Mongolia internet market.

• Journal of Families and Better Life
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• v.24 no.5 s.83
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• pp.175-189
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• 2006

The purpose of this study was to develop a standardized scale to measure consumption self-regulation. A preliminary 38-item scale was developed through a literature review. One thousand-twelve consumers responded to an online survey using the preliminary scale. A series of tests, such as test-retest, item-to-total correlation, Cronbach's reliability coefficient and factor analysis, were conducted using the survey data and a final scale comprising 30 items was then constructed. The consumption self-regulation scale consisted of four factors: (1) impulse control, (2) gratification delay, (3)self-reliance, and (4) self-management.

• 한국경영정보학회:학술대회논문집
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• 2008.06a
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• pp.35-51
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• 2008

This study is to investigate factors that affect preference to CMDS(convergence mobile data service) on institutionalization of MDS. A research model was proposed and subsequent hypotheses were empirically tested with partial least square (PLS) based on 400 responses from the users of CMDS(DMB: 200 / m-Banking: 200). It was learned that institutionalization of technology related building MDS was positively associated with assimilation of MDS(represent a institutionalization of MDS) rather than service quality and use gratification. It means that users decided use of MDS refereed from its level of assimilation to MDS channel. Also, attractiveness of alternatives to CMDS is negatively associated with continuous use of CMDS and preference to CMDS. Lastly, their association strength was partially moderated by the type of motivation for using CMDS.

• Asia Marketing Journal
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• v.21 no.4
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• pp.1-24
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• 2020

The current research brings the spotlight onto customer Gapjil toward service employees. In an attempt to understand what brings Gapjil, the present article investigates the intertwined effects of perceived economic mobility (PEM), self-other referent priming (SORP), and temporal focus on Gapjil. Study 1 shows that PEM increases Gapjil among self-referent primed people, but not among other-referent primed people. Study 2 examining the role of temporal focus (present vs. future) reveals that the effect found in study 1 is replicated in the present focus, but the effect is reversed in the future focus. We explain this dynamic pattern of the 3-way interaction effect with a relative gratification and a motivation to attune the self to the perceived norm of the high class. We also discuss how to create a social atmosphere to lessen Gapjil in public and corporate communication strategies.

• Korean journal of communication and information
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• v.19
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• pp.7-36
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• 2002

The purpose of this study is to compare the webcasting and television from the perspective of genres. It adopted the niche theory in analyzing them, avoiding simply comparing the collective average of the two media's gratification. As a result, television turned out to expand broader at niche breadth than the Webcasting and thus presented more diverse functions thar the Webcasting. The niche overlap was investigated with the average of overlapping values. The competition between the two media was rather eased in dimensions of education, culture, and entertainment. And in terms of competitive superiority, the music service sector was the only function that the Webcasting had superiority to television. Upon the results, the Webcasting was absolutely inferior to television in a whole sense. But one thing which requires consideration is that the Webcasting will have functional mergers among genres and thus develop different functions from the corresponding ones of television.

• The Journal of the Korea Contents Association
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• v.17 no.11
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• pp.252-263
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• 2017

The study empirically explored factors influencing photo sharing behavior on Instagram based on the uses and gratification theory. An online survey was conducted 356 respondents those who have used Instagram and have shared photos within the last three months. Frequency analysis, descriptive statistics, confirmatory factor analysis, and structural model analysis were conducted using SPSS 19.0 and AMOS 21.0. The results of this study are as follows: first, communication has the greatest effect on photo-sharing behavior; second, entertainment has a positive effect on photo-sharing behavior; third, self-expression has a positive effect on photo-sharing behavior; fourth, service users' trust has a positive effect on photo-sharing behavior. This study adds to the current literature and contributes to understanding consumers' photo-sharing behavior.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.1-18
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• 2020

Fine dust is one of the top ten causes of deaths globally. More than 95% of the world's population are endangered by it. However, as the fine dust problem is difficult to address immediately, people should be informed of its risk and prepared to deal with it. This study explores the methods used to define, efficiently provide, and manage the complementary relationships between various types of media providing risk information utilizing the competitive characteristics of media in niche theory. A survey consisting of 348 Korean university students was conducted over 12 days, to analyze three factors: consumer perception of fine dust, media usage, and media use gratification. The response value for media gratification was substituted in the equation to derive the niche breadth, niche overlap, and competitive superiority. It was found that 1) for providing fine dust forecast and fine dust response guidance information, a smartphone application was the most effective; 2) smartphone applications were limited in providing additional information such as the severity and origin of fine dust, and hence, it is necessary to establish the functionality of the Internet and TV to complement smartphone applications. Thus, a system considering the above should be developed.